When you're down a hole, start digging...

Justin Timberlake has been reminded the hard way of one thing about good intentions… they generally pave the way to hell, at least in the Twitter-sphere.

The 'Cry Me A River' singer no doubt thought he was doing a nice thing, by responding on social media to 'Greys Anatomy' star Jesse Williams' speech at the BET Awards.

Jesse's speech was a resounding call to the industry to acknowledge black culture, instead of "extracting our culture, our dollars, our entertainment like oil - black gold, ghettoising and demeaning our creations, then stealing them, gentrifying our genius and then trying us on like costumes before discarding our bodies like rinds of strange fruit". Watch him in action above.